BMW 2003 Annual Report Download - page 157
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23
MINI is back in town. In 2002, the MINI brand staged its successful comeback in the
United States, 35 years after the last Mini was sold there.
The BMW Group has thus proved that a small car can be positioned successfully
on the US market, provided the brand and substance of the product make the
vehicle desirable. The MINI is a unique case in point.
In the year of the brand’s launch, 24,590 MINI cars were sold. In 2003, the first full
sales year, the United States accounted for sales of 36,010 MINI cars and thus
ranked second on the list of MINI markets with the strongest unit sales. Numerous
awards show that the MINI has already become a household name in the US market.
It was immediately voted the “North American Car of the Year 2003” – the smallest
car on the US market to do so.
The MINI is finding buyers in all age groups, appeals to people with very different
interests, and is accepted and welcomed wherever it goes.